Volvo "The Soft Speed Bump Stunt"

Make potential Volvo customers aware of the Active Four-C suspension system as an option. A tailor-made ambient stunt based on a regional insight: in the UAE the roads are cluttered with speed-bumps and this is were you really need good suspension. They produced a unique speed bump for the entrance to dealership parking lots. They looked real - with one crucial exception: they were made of a soft sponge material. People slowed down, expecting a bounce. But surprisingly they felt nothing. A sign explained: "Never feel a bump again. With Volvo's Active Four-C suspension.

Agency: Mamac Ogilvy & Mather, United Arab Emirates.